Gold’s Gym peddles other kinds of strength


This is a nice campaign in a dreary category. Gold's Gym is looking to shed any lingering perceptions that its clientele is mostly steroid-stuffed meathead weightlifters. It had McKinney craft Web videos that show how getting fit has become a positive force in the lives of regular folks—like Erin, who lost her house in the recession, and Jim, who needs to get in shape to donate a kidney to his sick wife. My personal favorite is the story of 96-year-old Harry, who is staying active to make the century mark. The campaign has the standard social-media piece, collecting people's own "strong stories" and encouraging them to share on Twitter with the #strongerthan hashtag. Eliot Rausch shot the videos.